Our Gallery of Offenders is for educational purposes, and to give our web site visitors the chance to contact media-makers directly to tell them what they think. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. We are never making fun of models/actors themselves, but the environment they exist within. Please submit your picks on our Contact page.

Who would you insult for a Klondike bar?

Questions to Consider:

What product is being sold on this commercial?

Who is the target audience for this ad?

What stereotype are the media-makers making about wives?

What are the differences between women in this commercial?

What We Think:

This ad for Klondike’s new Mint Chocolate Chip ice cream bar demonstrates the concept of “5 seconds to glory”. All a man has to do to achieve glory is listen to his wife! As if listening attentively to your wife or girlfriend is such a tasking thing to do. And to add insult to injury, their tagline for the ad is “The pain is 5 seconds. The pride is forever.” Not to mention that when he accomplishes his feat of listening to his wife, sexy women in short shorts and tight shirts come out and celebrate with him. Why is it that whenever a man has to listen to a woman speak it’s seen as a burden that deserves a reward, but when a woman listens to a man talk it’s just the right and respectful thing to do? (By the way, how sad that the parent company for Klondike is Unilever, which is behind the wonderful Dove Campaign for Real Beauty?) — Nickole Mariona

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8 Responses to Who would you insult for a Klondike bar?

Denise on 11-30-2012

It once again gives the impression that wives are the "put-upons" of society. Men put up with them, but he will gladly chase down young sexy women? It's like the old comedy standby of the unattractive wife in curlers and bathrobe, while the guy is out fraternizing with the little teenyboppers in bikinis or hot pants or short-shorts, trying to prove his studliness. It's just shameful.

Amanda Graves on 02-01-2013

The product that is being sold in this commercial is the new Klondike mint chocolate chip bars. This ad can be targeted to any audience ranging from kids to adults, really anyone who enjoys ice cream. In this ad the media is showing how men don’t even listen to their wives and if they do they should be rewarded for it. For instance in this ad if he listened to his wife for 5 seconds he got rewarded by younger prettier girls who are wearing tight cheerleading outfits and bring him a new Klondike mint chocolate chip bar. Some differences between woman that they show in this ad are his wife that he doesn’t want to listen to and has no interest in is fully dressed and is in her 40s and the girls that bring him his Klondike bar are in their 20s and have tight clothes on.

kate on 06-19-2013

The Real Cie on 09-27-2013

Unilever does not give a flying crap about women or anyone else. They're just trying to sell products.
There are actually a number of flaws in the Dove Campaign for Real Women, as in the women generally fit the Pretty White Lady standard.

xX EqualButUnique Xx on 12-14-2013

your all misguided on 04-24-2014

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